AUDIENCE ANALYSIS & MEDIA PROJECT PROPOSAL W A L K A B O U T O - - PowerPoint PPT Presentation

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AUDIENCE ANALYSIS & MEDIA PROJECT PROPOSAL W A L K A B O U T O - - PowerPoint PPT Presentation

Apr 23, 2023 457 likes •733 views

AUDIENCE ANALYSIS & MEDIA PROJECT PROPOSAL W A L K A B O U T O U T F I T T E R M I K A Y L A B E R N E T I C H , C O D Y B E R M U D E Z , K Y L E E C Z E R W I N S K I , D A N I E L M O R R I S , A N D S O L E I L R I V E R A

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W A L K A B O U T O U T F I T T E R

AUDIENCE ANALYSIS & MEDIA PROJECT PROPOSAL

M I K A Y L A B E R N E T I C H , C O D Y B E R M U D E Z , K Y L E E C Z E R W I N S K I , D A N I E L M O R R I S , A N D S O L E I L R I V E R A

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QUIT YOUR DAY JOB, JUST LIVE IT

Inspired by the Appalachian Trail Harrisonburg Location opens 2013 6 full time employees Specialize in Outdoor recreation Active in Harrisonburg Community

ORGANIZATIONAL BACKGROUND

Founded: Kirk and Tina Miller 2005

  • Lexington, VA

( W A L K A B O U T O U T F I T T E R , 2 0 1 8 )

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Over 3,000 businesses Four billion dollar industry 160 million in profits per year Spending trends are increasing

OUTDOOR RECREATION INDUSTRY

Customers

  • Predominately white
  • Health Conscious
  • Focus on environmental-

wellness

  • Middle to upper class
  • Brand loyal

(Alvarez, 2018), (Walkabout Outfitter, 2018)

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( W A L K A B O U T O U T F I T T E R , 2 0 1 8 )

In one year

COMMUICATION & MEDIA OBJECTIVES

Increase sales Inform customers through community involvement

  • Compete with large chains
  • Smartwool socks

Get future customers excited about the outdoors

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V I G I L A T T E C O F F E E H O U S E | 2 0 2 0

TARGET AUDIENCE: FIRST SEGMENT

The "Trail Trekker"

Demographics Psychographics Behavioristic Media and Technology

(Claritas, 2018), (US Census, July 1, 2017), (SBI, 2009-2018), (Pew Research Center, 2018)

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TARGET AUDIENCE: SECOND SEGMENT

V I G I L A T T E C O F F E E H O U S E | 2 0 2 0

The "Wise Wanderer"

Demographics Psychographics Behavioristic Media and Technology

(Claritas, 2018), (US Census, July 1, 2017), (SBI, 2009-2018), (Pew Research Center, 2018)

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CONSUMER PROFILE/PERSONA

V I G I L A T T E C O F F E E H O U S E | 2 0 2 0

Dominic Eliot the "Trail Trekker" 21 Years Old Full Time JMU Student Loves to go on adventures Has a passion for outdoors and personal health Brand Loyal

(Claritas, 2018), (US Census, July 1, 2017), (SBI, 2009-2018), (Pew Research Center, 2018)

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CREATIVE MESSAGE STRATEGY

Newspaper Online Advertisement Postcard Flyer Bus Advertisement Pop-up Shop Snapchat Geofilter Updated Social Media Sponsored University Recreation Center (UREC) Event Geocache

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MEDIA STRATEGY

Media Mix Statement To use several different types

  • f media in unison to increase

sales over the next year. Traditional Media Online advertisement in The Breeze, Direct mail to on- campus students. Digital/New Media Update current social media platforms (Instagram, Twitter), Snapchat Geofilter Nontraditional Media Pop-up Shop and Geocache

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ONLINE NEWSPAPER ADVERTISEMENT

Message Strategy Logo Color Scheme Mountains Media Strategy Traditional Media The Breeze

Your next adventure begins with us!

  • Students and Alumni
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POSTCARD FLYER

Message Strategy Take advantage of the valley Students atop a mountin Media Strategy Traditional Media On-campus mail

(Here's What, 2017)

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BUS ADVERTISEMENT

Message Strategy Low Income Logo Color Scheme Media Strategy Nontraditional Media Rear of the bus

Your next adventure begins with us!

Five Buses Over one year

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POP-UP SHOP

Message Strategy September 4, 2019 In-person advertising Media Strategy Nontraditional Media Increases awareness and spreads brand Merchandise

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SNAPCHAT GEOFILTER

Message Strategy Day of pop-up shop Info on pop-up shop Media Strategy Digital/New Media Spreads Walkabout name to thousands

  • f students

Walkabout color scheme

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UPDATED SOCIAL MEDIA

Message Strategy How to utilize the products Media Strategy Digital/New Media

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SPONSORED UNIVERSITY RECREATION CENTER EVENT

Message Strategy Rock climbing excursion Media Strategy Nontraditional media

  • Customized water bottles
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GEOCACHE

Message Strategy Promote going outside Merchandise Media Strategy Nontraditional media

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Custom Consumer Research Post-Buy Analysis Pre-Plan Analysis

(KATZ,2017, P.212)

MEDIA STRATEGY CAMPAIGN EVALUATION

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BUDGET

$5,000 budget Pop-Up shop merchandise Local advertising Sponsorship activities

(HESSINGER, 2018), (UPRINTING.COM, 2000-2018), (CUSTOMINK, 2018), (THE BREEZE, 2017-2018), (MEDIA TRANSIT, INC., N.D.), (MEDIA TRANSIT, 2018), (EXCEL PRINTING AND MAILING, 2018), (GEOFILTER STUDIO, 2018), (SILK LETTER, N.D.), (GOPRINT, 2018), (WALKABOUT OUTFITTER, 2018)

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V I G I L A T T E C O F F E E H O U S E | 2 0 2 0

Value Reaching new audiences Community Involvement, seen as more than just a store Community Events Increase in community outreach Building authentic relationships Chance to connect with employees

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V I G I L A T T E C O F F E E H O U S E | 2 0 2 0

Newspaper Ad Reach a new audience Provides information to consumers Bus Ads Spread the word, and inform consumers

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Social Media Ads Reaches its younger audiences Free advertising provided by its consumers Platform for information for upcoming sales, promos, events, etc. Channel for consumers to interact with Walkabout Outfitter (Hashtags, Geofilters, Comments section)

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THANK YOU !

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